People-based Marketing: The Gold Standard

Forrester
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More than any other kind of content, music reflects who we are and the moment we’re in. We might listen one way when we’re waking up, another when we’re getting amped for a workout, another when we’re decompressing after a long day, and so on. Since people are 100% logged in on Spotify and engaged across devices, we’re really starting to mine this streaming data and understand how the way people stream correlates to their affinities, attitudes towards brands and offline behaviors. It’s a rich cross-section of insight, rooted in a passion point that is deeply human and universal.

What do you think the future of audience intelligence looks like?

It’s all about personalization. Streaming intelligence will help us develop a deeper understanding of people than we’ve ever had. As Spotify captures more signals from our growing audience, our intelligence becomes more contextual and predictive. We’re applying that insight to bring highly personalized experiences to our audience, and we can help marketers do the same. Marketers will be able to reliably reach their relevant customer in a meaningful moment, and measure the reach and ROI of their message. And that connection to their audience will become increasingly seamless and intuitive across devices. I can’t wait to see what’s next.

Interested in hearing more? Join us at Forrester’s Consumer Marketing 2017 on April 6-7 at the New York Marriott Marquis in New York to learn how to navigate today’s volatile consumer landscape.

Melissa Parrish is a vice president and research director at Forrester, serving B2C marketing professionals. Follow Melissa on Twitter: @MelissaRParrish.